"40% GST on Cancer ? Welcome to Gutka Economics"

We are very well aware of the complications that come from consuming gutkha. You don’t need a medical degree to know it causes oral cancer. Gutka packets in India are required to display a health warning (disturbing images of cancer-ridden organs) label covering 85% of the packet's surface on both sides and yet, they continue to be sold, chewed, and endorsed like they’re some kind of healthy candy.

Do we Indians still need “gyan” about this? No. We know exactly what regular consumption of gutkha leads to. let’s face the truth: awareness is no longer the issue. Gutkha is being sold on nearly every street corner in India, despite being a medically proven cause of cancer. And yet, as a nation, we are willfully ignoring its long-term consequences.

The Real Reason Gutkha Still Exists: Revenue vs Gutkha

From Ban to Business:

Let’s rewind to the COVID-19 lockdowns. Gutkha was banned at first. But that ban didn’t last even few weeks. It was quickly revoked, and soon after, the ban on liquor followed the same path. It became clear that these weren't just harmful substances, they were also high-earning products that governments weren’t willing to give up, even in a health crisis.

To top it off, gutkha and related products now fall under the 40% GST slab - the same tax bracket as luxury cars. That says it all. A substance known to cause cancer is taxed like a Mercedes-Benz. Why? Because it brings in money.

The same government that funds Ayushman Bharat Pradhan Mantri Jan Arogya Yojana (ABPMJAY) to offer free cancer treatment is also profiting from the very substances that cause cancer.

It’s a closed-loop economy:

How efficient. How dangerous.

The Most Successful (and Deadly) Marketing Strategy in India

Gutkha has reached every corner of India, be it urban or rural. Even the biggest corporations and marketing experts have not been able to penetrate rural and urban India the way gutkha has. This so-called “mouth freshener” is a slow poison - It’s available at every tea stall, bus stand, railway platform, and school gate. Sold under names like kesar, elaichi, etc. it’s disguised as traditional or herbal - but in truth, it’s addictive and cancerous, far more accessible than real health products like apples, milk or fruit.

What gutkha has truly taught us is not about health - but about marketing strategies.

Even the smartest corporate minds and marketing gurus have failed to penetrate rural and urban India the way gutkha has. Why? Because it’s addictive, cheap, easily available and packaged under the false identity of “kesar” or “mouth freshener”.

This “health powder” has not just killed millions, it has taught us how marketing can overpower common sense.

Let’s call it what it is:

The Celebrities Who Preach Health but Sell Death

Before every movie, we are shown the tragic story of Mukesh - a powerful reminder that tobacco kills. We watch in silence, feel the weight of the message...Then, right after the ad, we watch a movie hero - sometimes the very same actor - endorsing gutkha-like products (Not openly as gutkha, of course, but under cleverly disguised variants like kesar, Elaichi) on TV adds or hoardings, smiling, dancing, throwing fake “health” pouches into the air.

On one hand, these celebrities preach cancer awareness with government-sponsored ads. On the other hand, they appear in creatively produced, visually stunning advertisements, convincing millions, especially youth - to trust these “healthy” products.

We’re not far from the day when a celebrity appears on TV saying:

These celebrities are being paid huge, huge money to mislead the public especially youth and make cancer look cool.

At what cost?

• Lakhs are dying.

• Lives are being lost.

• Families are being destroyed.

 Wakes Up for Everything Except This?

When a dog bites a commuter - suo motu action. When a protest blocks a road - suo motu action. When people chew poison and die slowly over years - no action.

Why?

Isn’t cancer - caused by gutkha - a bigger threat than traffic jams or strays? Then why does it remain legally sold everywhere, in broad daylight?

All we get are:

• Increasing CANCER warning label sizes (from 20% → 30% → 80%)

• Public awareness ads

• Mukesh stories before movies

• Crores spent on IEC (Information, Education, Communication) efforts

But Gutka Provides Jobs…

One common argument is that gutka generates employment. That it, feeds families, provides business, and gives “youth something to do.”

Are we really okay with this logic?

Have we fallen so low that killing people is now a livelihood, and we justify it with economics?

The Next Target: Our Children

Make no mistake - the adult market is saturated. Gutka makers have conquered rural and urban India. Their next battlefield?

Soon, we may see:

• “Kid-friendly” gutka variants with cartoon packaging

• Gutka disguised as healthy products for 5–10 year-olds

• Advertisements endorsed by celebrity kids or child influencers

And as absurd as it sounds, the future may look like this:

This isn’t just a health issue. It’s a moral, social, and national crisis.